Content reigns supreme as the number one reason members across all generations engage in continuing education or professional development, according the Member Professional Development Study.

In the land of readily accessible, low-cost options, great content presents a valuable and strategic opportunity to differentiate. Yet, according to the study, developing engaging content that is both applicable and practical to members is a challenge for associations, with 58 percent of respondents finding the task very to somewhat challenging.

However, it doesn’t have to be. All you need to do is focus on courses that offer practical tips with detailed information on how to implement. And ask yourself a few questions before launching an education session:

  • Can members use this information immediately?
  • Which members are we targeting and how will it benefit them?
  • Can members use this information to grow professionally?

In addition, don’t be afraid to be creative. Nano-learning and specific just-in-time content will likely resonate well with your members – especially Millennials.

Want to learn more about what your members value in an education program? Check out this infographic and download the full study.